We all know that parenting is a 24-hour job. And even the most exceptional parent gets tired or distracted. In this campaign for Volvo XC60 — the ultimate family car — we wanted to recognize this and show how the car protects you and your loved ones. Because sometimes, we all need someone looking after us.
In social media, we used an already existing online phenomenon, parent saves, and combined it with our own footage to create a number of humorous short clips.
To break category language, we combined high craft car photography with imagery of chaotic family life.